Combat Shopping Cart Abandonment

A crystal-clear checkout

Company: Promofarma· Role: UX Designer · Date: 2017

shopping_cart

PromoFarma is an e-commerce marketplace that connects consumers directly with pharmacies and providers of health, beauty, and personal care products.

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The Challenge

There is a high rate of cart abandonment in the Checkout flow.

Users frequently complain in the call center that they receive their orders fragmented over several days, different packages, and do not understand why they should pay additional shipping costs. Some users leave negative reviews on the page for this issue.

The challenge is to solve this problem.

The Analysis

Promofarma is a marketplace, but analyzing user complaints and behaviors, we find that this term is new to users. Some users are used to buying online, but not in a marketplace. We assume that this is why they don't understand that shipments can arrive in different packages and on different days. Packages are frequently shipped from different pharmacies.

It is urgent to inform the user about what a marketplace is and how it works.

Users must identify how many shipments they will receive when they make a purchase, when, and how much are the shipping costs.

The Solution

Informative reinforcement

Promofarma produced videos to describe how to buy at Promofarma. It was a collaboration between UX and the Marketing team. These videos explained that Promofarma is a marketplace, where a user can find products offered by many pharmacies and, they can be easily purchased from the same site. These videos were published on the home page, in the help section on the web and the mobile app, and also, on social networks.

Watch the video: How to buy at Promofarma?

Call Center agents also reinforced this message, explaining it to all users who contacted them.

The Checkout

The payment section is redesigned so that it is very clear: the number of packages, date of receipt, and shipping costs.

Also added a feature to help users get free shipping.

The orders of each pharmacy are visually differentiated. Separate blocks are shown for each pharmacy. Each block represents a package. In this way, the user can see how many packages he will receive at a glance.

Shipping costs are free from the €49 the user spends in each pharmacy. When €49 has been spent at a pharmacy, a blue informative message appears. The blue color is also used in the total sum to identify the free shipping costs.

As long as €49 per pharmacy is not exceeded, the informative message is pink. The message tells how much money is needed to get free shipping. This article includes a link to this pharmacy where the user could continue shopping if he wants to get free shipping costs.

Depending on the pharmacies, there were packages with regular delivery and others with 24-hour special delivery. 24-hour delivery packages have an orange border and a truck icon. At the end of each pharmacy box, you will find the block of information about the shipping dates.

This idea was tested first by A/B testing and was soon passed to the entire web.

With this solution, the cart abandonment rate was reduced, complaints in the call center and social networks decreased, and purchases increased.

Wireframe
WIREFRAME-EN-CHECKOUT
Final mockup
VISTA UI 02
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